AT&T has launched the second year of AT&T Hello Lab, a collection of original entertainment created by, for and with Millennial and Gen Z audiences on social media. Fans are not only able to engage directly with their favorite creators, but can also participate in driving the stories forward.
“AT&T Hello Lab engages younger audiences who expect a personal relationship with their media, and who are typically not reached through traditional TV or online advertising,” said Valerie Vargas, vice president of Advertising & Marketing Communications at AT&T, in a press release. “AT&T Hello Lab lets the audience connect with their favorite creators, drive story lines forward and access content through multiple touch points.”
The first year of AT&T Hello Lab featured 10 series across social media, all fueled by fans and 2-way interaction. The program racked in 117 million views, 832 million impressions and 30 million fan engagements.
AT&T hopes to reach a larger audience this year by making the show available on demand on DIRECTV NOW, a self-proclaimed “rules free” way of streaming live TV. The shows will also be available on social and online video platforms.
In collaboration with Fullscreen Media’s Strategic Content Group, year two of AT&T Hello Lab focuses on 4 large-scale projects, two new ones as well as two returning series.
- Rooster Teeth’s “Schooled” returns for a second season on March 15. The video game competition puts kids up against professional gamers.
- “@SummerBreak” also returns this year for a fifth season, now officially part of the AT&T Hello Lab program. The show follows a group of California teens throughout the summer. It has built a community of more than 700,000 followers, contributing to the franchise’s 492 million lifetime views.
- “Lost Letters,” debuting fall 2017, is a fan-driven scripted narrative. It plays out across several popular YouTube channels, like last year’s successful interactive YA series “The Disappearing Girl” with Collins Key, which garnered 31.1 million views.
- AT&T Hello Lab will also debut a mentorship program. It pairs emerging talent of underrepresented communities with entertainment industry veterans. The mentor teams create films that will be released on DIRECTV NOW
“By making a longer-term strategic commitment to original entertainment, AT&T drives greater collaboration with the creator community and enables us to stay at the forefront of audience trends,” said Bryan Thoensen, senior vice president, Fullscreen Media’s Strategic Content Group. “This year we’ll put a new spin on fan favorites like Schooled and @SummerBreak, while also welcoming in a new class of creators to connect with audiences by breaking new ground in storytelling.”